Photographing the Over-50s with Authenticity and Style

The over-50s represent one of the most influential consumer groups in the UK, with more spending power than any other demographic. Yet in commercial photography, they’re still often portrayed through outdated or narrow lenses.

In recent years, I’ve been commissioned to work with brands like Silversea, Uniworld, Leger, Digicel, Audley Group, and One Life Wealth Management—all of whom recognise the value of showing this audience with authenticity, nuance and confidence.

These projects are rooted in real locations and built around people who reflect the richness of later life. It’s a natural extension of my approach to lifestyle photography: quietly observational, collaborative, and designed to capture a genuine sense of presence.

Here are eight frames from recent campaigns that highlight that ethos.

See the full portfolio >> www.michaelheffernan.com